Academic journal article International Journal of Sports Marketing & Sponsorship

Editorial

Academic journal article International Journal of Sports Marketing & Sponsorship

Editorial

Article excerpt

Welcome to the final issue of the year. Reflecting the international status of the journal, contributions for this issue have emanated from five different countries. The interview, conducted by David Stotlar, is with Ron Seaver, President and founder of both Seaver Marketing Group and the National Sports Forum. Seaver brings his 16 years of sports marketing experience to bear on a range of topical issues, including the continuing rise in property rights and the effects of the labour disputes that have affected professional basketball and baseball recently in North America. Seaver suggests that, probably as a consequence, there is an increased dissatisfaction with the return on sponsorship investments and a rise in sponsors trying to create and promote their own events.

The Research and Reviews section contains three articles. The first, by Nick Ashill and his colleagues from Victoria University in New Zealand, provides an examination of various consumer-related attitudes to sponsorship. In so doing, they offer a set of constructs that they suggest will be useful in helping sponsorship managers to assess and distinguish among various possible consumer reactions to different aspects of a particular sponsorship. This is followed by a paper from the University of Oregon's Rick Burton with two colleagues from Australia that examines the ways in which athletes with "controversial" images, such as Denis Rodman, Allen Iverson and Eric Cantona, have been used to endorse particular products. …

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